HockeyAllsvenskan Names DBET as Main Partner for Three-Year Deal

DBET has been named the main partner of HockeyAllsvenskan in a three-year agreement, effective from the 2026/27 season and running through to 2028/29. The partnership will provide DBET with extensive visibility across TV broadcasts, arenas, and digital channels, with a particular focus on the league’s high-profile Super Friday matchday.

Under the terms of the deal, DBET will collaborate with HockeyAllsvenskan to develop new formats and activations centered around matches, statistics, and fan engagement. This move aligns with DBET‘s existing portfolio, which includes partnerships in basketball, handball, and other sports within the Nordic region.

Gabriel Monidelle, CEO of HockeyAllsvenskan, said: ‘We are very pleased to welcome DBET as the main partner of HockeyAllsvenskan. Together, we want to create an even stronger experience for our supporters and continue developing the league.’ He added: ‘Our ambition is to continue developing Super Friday together with DBET and the clubs through new activations around some of our biggest match days.’

Linnea Leijonklo, Commercial Manager at HockeyAllsvenskan, emphasized the shared goals of the partnership: ‘There is a shared ambition in this partnership to build on the commercial opportunities while also developing the collaboration responsibly together with the league and the clubs.’

DBET’s representative stated: ‘HockeyAllsvenskan is one of Sweden’s most engaging and supporter-connected leagues, with strong local roots that we at DBET truly value. Sport that brings local communities together sits at the heart of our strategy, and ice hockey is a natural and welcome addition to a portfolio where we already work across basketball, handball, and several other sports.’

The partnership reflects the increasing trend of sports betting operators seeking to deepen their engagement with fans through strategic collaborations, enhancing both the betting experience and the overall spectator journey.